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Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh / Prianka Sarker

Swansea University Author: Prianka Sarker

  • E-Thesis – open access under embargo until: 10th October 2027

DOI (Published version): 10.23889/SUthesis.61501

Abstract

The popularity of social media as a useful tool for socialisation and information exchange has resulted in a new type of electronic commerce known as social commerce. The rapid expansion of social media arouses the interest of many e-retailers to enlarge their company by taking advantage of social t...

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Published: Swansea 2022
Institution: Swansea University
Degree level: Doctoral
Degree name: Ph.D
Supervisor: Dwivedi, Yogesh K. ; Hughes, Laurie
URI: https://cronfa.swan.ac.uk/Record/cronfa61501
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first_indexed 2022-10-10T12:48:53Z
last_indexed 2023-01-13T19:22:17Z
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spelling 2022-10-10T14:00:36.8640714 v2 61501 2022-10-10 Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh a238889f0b74f444542bbb7d0dc28710 Prianka Sarker Prianka Sarker true false 2022-10-10 BBU The popularity of social media as a useful tool for socialisation and information exchange has resulted in a new type of electronic commerce known as social commerce. The rapid expansion of social media arouses the interest of many e-retailers to enlarge their company by taking advantage of social technology and services. Social commerce has gone mainstream among marketers, businesses, and scholars in recent years. Many countries, including the United Kingdom, United States, China, and South Korea, have already implemented the social shopping system. However, consumers in developing countries like Bangladesh are slower to accept social commerce. Despite the hype around this technology, no previous research specifically looked at consumer adoption of social commerce in the context of Bangladesh in a systematic manner. Given that, this research aims to “develop and empirically validate a conceptual model for understanding factors influencing consumer adoption and usage of social commerce in the context of Bangladesh”. The literature review of social commerce yielded a number of theoretical and methodological inadequacies. Therefore, this research assessed alternative models and theories in selecting the most suitable paradigm for this research. This study adapted Meta-UTAUT as a core theory to investigate consumer adoption of social commerce. For the extension of Meta-UTAUT, a further assessment was undertaken to determine appropriateness of additional constructs such as trust, social support, anxiety, grievance redressal, innovativeness, and continuous participation intention. This study collected the data (n=402) from social commerce users of Bangladesh using survey method in order to test and validate the research model. A total of twelve hypotheses were tasted using SPSS v.28. and AMOS v.28 based structural equation modelling. The results revealed that performance expectancy, effort expectancy, Innovativeness and Trust indirectly influence behavioural intention through attitude. Social influence and grievance redressal have a direct impact on behavioural intention. While facilitating conditions, social support, anxiety, and behavioural intention significantly influence usage behaviour. Finally, usage behaviour found to be a strong predictor of continuous participation intention. This research contributes to the knowledge through adoption and validation of a new consumer adoption theory and the role of anxiety and grievance redressal, which are new additions in the social commerce field. E-Thesis Swansea Social commerce, Adoption, Usage, TAM, Meta-UTAUT 7 10 2022 2022-10-07 10.23889/SUthesis.61501 COLLEGE NANME Business COLLEGE CODE BBU Swansea University Dwivedi, Yogesh K. ; Hughes, Laurie Doctoral Ph.D 2022-10-10T14:00:36.8640714 2022-10-10T13:46:24.2597891 Faculty of Humanities and Social Sciences School of Management - Business Management Prianka Sarker 1 Under embargo Under embargo 2022-10-10T13:52:23.2105545 Output 3001525 application/pdf E-Thesis – open access true 2027-10-10T00:00:00.0000000 Copyright: The author, Prianka Sarker, 2022. true eng
title Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh
spellingShingle Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh
Prianka Sarker
title_short Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh
title_full Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh
title_fullStr Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh
title_full_unstemmed Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh
title_sort Investigating the factors influencing consumer adoption of social commerce in the context of Bangladesh
author_id_str_mv a238889f0b74f444542bbb7d0dc28710
author_id_fullname_str_mv a238889f0b74f444542bbb7d0dc28710_***_Prianka Sarker
author Prianka Sarker
author2 Prianka Sarker
format E-Thesis
publishDate 2022
institution Swansea University
doi_str_mv 10.23889/SUthesis.61501
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 0
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description The popularity of social media as a useful tool for socialisation and information exchange has resulted in a new type of electronic commerce known as social commerce. The rapid expansion of social media arouses the interest of many e-retailers to enlarge their company by taking advantage of social technology and services. Social commerce has gone mainstream among marketers, businesses, and scholars in recent years. Many countries, including the United Kingdom, United States, China, and South Korea, have already implemented the social shopping system. However, consumers in developing countries like Bangladesh are slower to accept social commerce. Despite the hype around this technology, no previous research specifically looked at consumer adoption of social commerce in the context of Bangladesh in a systematic manner. Given that, this research aims to “develop and empirically validate a conceptual model for understanding factors influencing consumer adoption and usage of social commerce in the context of Bangladesh”. The literature review of social commerce yielded a number of theoretical and methodological inadequacies. Therefore, this research assessed alternative models and theories in selecting the most suitable paradigm for this research. This study adapted Meta-UTAUT as a core theory to investigate consumer adoption of social commerce. For the extension of Meta-UTAUT, a further assessment was undertaken to determine appropriateness of additional constructs such as trust, social support, anxiety, grievance redressal, innovativeness, and continuous participation intention. This study collected the data (n=402) from social commerce users of Bangladesh using survey method in order to test and validate the research model. A total of twelve hypotheses were tasted using SPSS v.28. and AMOS v.28 based structural equation modelling. The results revealed that performance expectancy, effort expectancy, Innovativeness and Trust indirectly influence behavioural intention through attitude. Social influence and grievance redressal have a direct impact on behavioural intention. While facilitating conditions, social support, anxiety, and behavioural intention significantly influence usage behaviour. Finally, usage behaviour found to be a strong predictor of continuous participation intention. This research contributes to the knowledge through adoption and validation of a new consumer adoption theory and the role of anxiety and grievance redressal, which are new additions in the social commerce field.
published_date 2022-10-07T04:20:22Z
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score 11.036706

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